Le nudge marketing, vous commencez à connaître le concept, on vous en parle toutes les semaines mais une petite piqure de rappel ne vous fera pas de mal.
Le nudge marketing consiste à donner un « coup de pouce » à une cible bien définie pour l’inciter à avoir un comportement favorable. Attention, le nudge marketing ne consiste pas à manipuler le consommateur (normalement). Le nudge accepte toutes les idées pour favoriser un comportement favorable chez les gens. D’ailleurs, si vous avez des idées qui vous viennent à force de vous renseigner sur le sujet chez Gnitekram, n’hésitez pas à nous laisser vos suggestions en commentaires, qui sait ? Peut être qu’un grand chef d’entreprise passera par là et sera inspiré.
Bon, passons maintenant au vif du sujet. Aujourd’hui, nous allons vous présenter 3 campagnes originales pour vous montrer que le nudge marketing peut s’adresser à des cibles différentes.
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Les salariés : Google
L’une des cibles du Nudge marketing, c’est les salariés.
Google a encore frappé et a décidé d’utiliser le Nudge pour favoriser un comportement favorable chez ses salariés. Si vous ne le savez pas, Google prône le « free food » ou le repas à volonté. Trop chouette, n’est-ce pas ? Bon, un peu moins pour la santé, surtout quand c’est frites à la cantine.
Du coup, dans un souci éthique, Google a décidé de trouver une solution pour inciter les salariés à ne se resservir qu’en cas de réelle faim. Ingénieux mais pas compliqué, ils ont décidé de remplacer les assiettes classiques par des petites assiettes. Résultat : on ne peut pas remplir l’assiette autant qu’on le ferait avec des grandes assiettes donc on va se resservir uniquement si on a encore faim.
C’est bénéfique pour la santé, mais aussi pour la planète puisque ça réduit le gaspillage alimentaire. Et puis manger trop à midi, ça ne sert pas vraiment la productivité non plus…
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Les clients : Ouigo
Le Nudge peut aussi être pensé par une entreprise à direction de ses clients, tout simplement. C’est ce qu’a décidé de faire la SNCF avec leurs trains Ouigo. En effet, les trains Ouigo étaient exposés à une problématique récurrente de propreté. Après plusieurs observations, ils se sont rendu compte que les enfants n’y étaient pas pour rien.
Ils ont alors décidé de s’associer avec l’institut d’études BVA pour trouver une solution à cela, et c’est tout naturellement que le Nudge s’est présenté à eux, comme une évidence. Le but était de mettre les enfants au cœur de cela et de les faire devenir acteurs de ce changement. Mais comment ? C’est bien simple, en les impliquant de manière amusante. Plusieurs choses ont été mises en place pour y parvenir.
D’abord, toutes les poubelles du train ont été transformées en « Poubellator » qu’il fallait nourrir de déchets. Cela a donné envie aux enfants de se déplacer jusqu’aux poubelles pour y jeter leurs déchets plutôt que de les laisser à leur place. Pour les y aider, des stickers ont été collées, sur les tablettes et les vitres du train, invitant les passagers à aller jeter leurs déchets et nourrir poubellator. Un bon moyen pour les parents d’apprendre les bonnes manières à leurs enfants, tout en s’amusant.
BVA et la SNCF ont aussi décidé de mettre des cibles colorées dans les toilettes pour hommes et garçons afin de les inciter naturellement à viser cette cible et à ne plus en mettre partout lors de leur passage aux toilettes. A nouveau, l’amusement est au cours de la stratégie et cela semble être un bon choix puisque les dégradations dans les trains Ouigo sont passées de 14% à 0% pendant les périodes estivales (période de test), tout en augmentant la satisfaction client !
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Les citoyens : Groupe Oras
La dernière cible du Nudge et, et pas des moindres, ce sont les citoyens.
Le groupe Oras a décidé de lancer un compteur d’eau, de son vrai nom Amphiro, pas comme les autres. Il peut être connecté à toutes les types de douches et de baignoires.
Le compteur s’allume à chaque douche et calcule votre consommation d’eau en temps réel. Jusque-là, rien de particulièrement innovant. La particularité est que sur le compteur se trouve un ours blanc posé sur la glace. Au fur et à mesure du temps passé sous la douche et de l’eau qui coule, la glace sous l’ours fond doucement. Puis, arrive le moment fatidique où le compteur estime que votre douche est trop longue et il fait alors couler l’ours blanc. Ce compteur ludique permet aux petits comme aux grands de se rendre compte que le temps passé sous la douche est souvent trop long et que ça a un réel impact sur la planète.
Sous ce format jeu, les enfants eux aussi prendront conscience qu’il est important de faire des petits efforts au condition et peut être qu’ils deviendront des précurseurs pour les parents qui aiment un peu trop passer du temps sous l’eau chaude. On ne peut pas nier son utilité, ni celle du nudge puisqu’en Suisse 30 000 personnes l’ont adopté et il y a eu une baisse de dépense énergétique de 23%, en moyenne, sur cette population.
Si vous n’étiez pas encore convaincus par l’utilité et l’efficacité du Nudge malgré toutes ces explications et ces exemples, nous espérons que vous l’êtes à présent.
Comme quoi, un petit pas…
Elodie E.
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